Are Yeezy and Adidas Breaking Up?

We are back yet again with some more Kanye West news, and this time things seem to be hitting a fever pitch. If you're a true Yeezy fanatic then this one might be a bit of a hard read, but it seems the relationship between Adidas and Ye has gotten even worse over the last week or so.

Earlier this month we reported on Ye's very public rant in which he called out various Adidas board members on Instagram. Although this was a very targeted rant toward big hitters in Adidas it still didn't seem enough for the Adidas x Yeezy partnership to reach a breaking point, but since this Ye has yet again done some very controversial actions and it seems Adidas doesn't like it.

Last week Ye put on his Yeezy season 9 show at The Paris Fashion Week, where the rapper was wearing a T-shirt that showed the words "White Lives Matter" on the back, and it's safe to say the internet went crazy. No matter your opinions on the subject it is clear that this was another attempt from the rapper to cause controversy in the scene, probably as another attempt at his guerrilla marketing that continues to keep him as one of the focuses of the industry.

Since this controversy, Adidas released a statement saying that the Adidas x Yeezy partnership is under review which is the biggest shift in the partnership to date. The full statement read:

"Adidas has always been about creativity, innovation, and supporting athletes and artists to achieve their vision. The Adidas Yeezy partnership is one of the most successful collaborations in our industry’s history. We are proud of our team that has worked tirelessly throughout our collaboration with Ye and the iconic products that were born from it. We also recognize that all successful partnerships are rooted in mutual respect and shared values. After repeated efforts to privately resolve the situation, we have decided to place the partnership under review. We will continue to co-manage the current product during this period."

And as for Kanye, he responded in true Kanye style saying "F*CK ADIDAS I AM ADIDAS."

So it seems that the partnership between the two fashion heavyweights might be very close to shattering, and we are still unsure whether that will be good or bad for the sneaker world, but one thing is for sure, this is going to be either the greatest or worst thing to happen for anyone that loves all things Yeezy.

Stay tuned with us for all the information as it comes out.

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